We developed, built, and helped launch one of Food Network’s biggest activations – the first-ever Fantasy Kitchen Giveaway.
After working on many Scripps home giveaway campaigns for HGTV, we helped Food Network develop a new tentpole content experience of their own, spanning linear, digital, social and print platforms, and delivering entertaining advertiser-driven storytelling for the culinary audience.
We started with a pitch and an upfront sizzle to support Food Network’s Ad Sales team in marketing the franchise to potential sponsors. As we moved into production, we collaborated with Scott Conant and designer Shea McGee to build the ultimate chef’s kitchen filled with state-of-the-art appliances and finishes.
We supported our client’s marketing objective to create content that allows these brands to further connect with Food Network’s fans and inspire usage through making their culinary dreams a reality. We spearheaded months of shooting across many internal/external teams, resulting in tons of content with Food Network talent and digital influencers showing off the prized kitchen. We also produced the main promotional campaign featuring Scott and Shea revealing the space to excite viewers and a series of custom sponsored vignettes for American Standard, BISSELL, and Culligan that ran throughout the campaign on-air and on VOD.
Viewers first learned about Food Network’s Fantasy Kitchen through a custom spread in Food Network magazine, followed by on-air promos, talent posts, InstaStories, Facebook Live, custom social videos, interactive articles, and shoppable experiences online. The results of the inaugural Fantasy Kitchen speak for themselves, tallying up over 25MM Sweeps Entries, 130MM Content Views including 18MM social video plays and 110.8MM page views. And, we delivered for sponsors, too, with +13% increase in brand awareness, +57% increase in brand favorability, and +94% increase in purchase consideration.
